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  • Author: Eileen Morouse
  • Date: July 31, 2017
  • Category: Display Advertising, Marketing Tips, Online Advertising
How Online Ad Networks Get It Wrong

 

Selecting an online ad network is a difficult process because there are many factors involved, and the stakes are high. After all, advertising budgets don’t grow on trees. This short post helps you explore the different considerations to think about when selecting a new online ad network. Understanding how online ad networks get it wrong can help you ensure your chosen network is getting it right.

Does Your Online Ad Network Lack In-House Management to Provide the Right Support?

Keep in mind that when you sign up with an online ad network, you become their customer. The manner in which they take care of you can be a key to your success in the online advertising world, so don’t settle for anything less than stellar customer service. Look for quick response times and professional interactions with the sales team.

An Online Ad Network With a Complicated Platform Can Cause Frustration

The ad network you choose should operate on a platform that is feature-rich, yet user-friendly. You will be spending hard earned money on what they deliver so you should be able to navigate through the platform with ease, not angst. From monitoring the effectiveness of a campaign to creating new and innovative strategies, your online ad network should never lay down speed bumps on your road to success.

Feeling Lost Without Good Analytics From Your Online Ad Network?

When shopping various ad networks, be sure to get familiar with what each offers for tracking and reporting. The last thing you want is to spend your time and money on a large scale advertising campaign and then be unable to measure its success. Ask potential networks for sample reports and look for them to be easily understood, giving you the information you’re after.

Does Your Online Ad Network Limit Your Optimization Capabilities?

The name of the game is flexibility. The only way to know if a campaign is working is to test it. If it is not producing the results you were after, you need to change things up. Will your online ad network allow you the freedom to optimize in different ways? Can you make minor tweaks or major overhauls? It is important to know all of the optimization options that an ad network offers before signing up with it.

Ensuring Your Online Ad Network is Targeting Effectively

Once you’ve spent the time to identify your target audience, you will want to choose an ad network that is capable of reaching it. If you will be targeting on a global level, you need a network that can handle the volume. Conversely, if you’re going after a smaller, regionally specific group, you need to be sure your online ad network can narrow its focus to align with your goals.

Does Your Online Ad Network Allow You Control Over Ads Testing and Changes?

User experience is incredibly important in the online advertising world so you want to be sure that the ads being displayed are appropriate for your audience. When selecting a network, inquire about how much control you will have over ads. Is it possible to turn off undesirable ads or ads from competitors?

Be Sure Your Online Ad Network Focuses on Traffic Quality, Not Just Quantity

At the risk of stating the obvious, you want to make sure that you are not spending more money on getting traffic to your site than you make once it’s there. To this end, your online ad network should be driving the type of traffic to your site that is most likely to engage. You want “sticky traffic” as well – if it immediately bounces, it’s not quality traffic. Also, some ad networks employ 3rd party scoring to ensure quality. See what your prospective networks have to offer.

Is Your Online Ad Network Watching for Discrepancies in Reporting?

When discrepancies are present in one or all of your campaigns, you will need to do a little digging to find out why. Simply click on an ad and find out if the landing page is correct; is the URL is properly linked to your campaign? There are tools available to help identify specific issues that cause discrepancies. A good online ad network will provide on the look out for the accuracy of reporting and will resolve discrepancies quickly and easily.

Choose the Right Ad Network

Choosing the right online ad network is an important decision that may shape your future success. There are many things to consider like the ease of using the platform, the accessibility of support when you need it, and the control you have over your campaigns and strategies. You must consider your audience and whether the online ad network can properly reach it, bring it to your site, and get the results you’re after. The bottom line is, you’ll need to do your homework. Research different online ad networks and choose the one that you believe is best suited to help you achieve your goals. But don’t get too bogged down in the nitty gritty details. After all, you can always leave one network for another. This is YOUR world.

Advertise.com is an advertising network that gets it right. Let us share our solutions for advertisers with you.

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